在今日資訊爆炸的時代，一打開電視所見的是琳瑯滿目的電視廣告，但這些傳統傳遞訊息的方法，已開始失去了他們直接與目標消費者溝通的效能，消費者早已厭倦傳統廣告而產生跳過（Zapping）廣告的行為。此時，對廠商來說尋找其他的替代方式來作有效的商業溝通是重要且迫在眉睫的。而產品置入正成為一個被廣泛運用的替代方案。這樣巧妙置入產品的行銷溝通方式，何以如此被廠商大量使用？因為廠商認為，產品置入不但較不昂貴，還可達成高度接觸、增強記憶並與節目的特性創造正面連結之效。然而，產品置入真的是有效的嗎；消費者是否真會因此對產品產生記憶，及是否能有效提高產品的品牌力。產品置入究竟能帶來什麼樣的效用？

　　過去許多研究針對產品置入之型態進行廣告效果之探討，但針對產品置入對品牌之影響，卻少有實證上的映證。本研究則針對產品置入之型態，同時探討其對產品置入效果與對品牌之影響，以及產品置入於戲劇中，消費者對該戲劇與演員之態度對置入效果的作用。並納入「年齡」與「產品涉入度」加以探討產品置入的效果是否有所差異。

　　因此，本研究之研究目的如下：(1)探討不同型態之產品置入對產品置入效果是否不同；(2)消費者對產品所置入的戲劇與演員之態度，是否對該置入產品之品牌態度以及購買意願造成影響；(3)產品置入下，品牌態度是否導致消費者產生進一步之購買意願；(4)不同涉入程度的產品，使用產品置入的效果是否有所差異；(5)不同年齡之消費者（12-15歲之兒童以及20歲左右之成人），對產品置入下之品牌態度與置入效果是否有所差異。

　　本研究所得之重要結論分述如下：
(1)顯性產品置入所引發之記憶程度較隱性產品置入來得高。
(2)消費者對產品所置入戲劇與演員的態度愈正向，對置入產品的品牌態度愈好。
(3)消費者對置入的商品記憶程度愈高、品牌態度愈好，則購買意願愈高。
(4)當消費者喜歡產品所置入的戲劇與演員時，其會產生對置入產品的正向品牌態度，進而引發購買意圖。
(5)低涉入度產品時，「顯性置入」所引發之記憶高於「隱性置入」的程度，顯著大於產品涉入度高時。
(6)國中生對於「顯性置入」所引發之記憶高於「隱性置入」的程度，並不顯著大於大學生，反而較低。
(7)國中生對於在戲劇態度與品牌態度間、記憶程度/品牌態度與購買意願間關係，均較大學生強烈。

　In this era of developing information technology, all we can see from television are bunches of advertisements. However, this traditional communication way has lost its effectiveness to connect with target consumers directly. Consumers are tired of traditional ads to zap it. In the meanwhile, it’s extremely urgent for company to find out an alternative to link up with customers more effectively, the product placement is going to be a popular substitution. Why company wants to use this marketing communication way? Because product placement costs cheaper than ads, produces high connection, high memory, and positive-linkage with the program. Whatever, is it really effective? Whether consumers recognize the product and love it because of its exposure in the drama? Which effectiveness does the product placement create?

　In the past researches, many researchers only focused on the relationship between the types of product placement and its communication effectiveness, but lack of practical verification. This study investigates what the different types of product placement impact on the effectiveness and the brand, and tests the relationship between consumers’ attitudes toward the drama/actors and the brand. Besides, there are two moderator variables, age and product involvement, which to be considered into the influence to the effectiveness of product placement.

　The purposes of this study are: (1) Investigate the impact of different types of product placement on the effectiveness of product placement. (2) Will the consumers’ attitudes toward the drama and actors positively influence their attitudes toward the brand and their buying intention? (3) Will consumers’ attitudes toward the brands which placed in the drama positively influence their buying intention? (4) Do products with different levels of involvement have different effectiveness? (5) Are different age groups supposed partially to have impacts on the effectiveness of product placement?

　The main results in this study are as follows:
(1)Prominent product placement generates higher recognition than subtle PPL.
(2)Consumers’ attitudes toward the drama and actors positively affect on the brand attitude.
(3)Consumers’ attitudes toward the drama and actors positively affect on the brand attitude, and then generate their buying intention.
(4)As consumers recognize the product placed in the drama, or have positive attitudes toward the brand, the use of product placement will generate consumers’ buying intention.
(5)Low involvement products generate greater recognition difference between prominent PPL and subtle PPL than high involvement products.
(6)In the junior high school student group, the recognition difference between prominent PPL and subtle PPL is not significantly greater than college student group. On the contrary, it is less than college student group.
(7)The relationship between the attitudes toward drama and brand attitudes, the relationship between recognition/ brand attitudes and buying intention, junior high school students’ are stronger than college students’.

【中文部分】
1.中國電視公司週日偶像劇「我的秘密花園II」專屬網站，
http://www.ctv.com.tw/event/2004/secretgarden2/，民國93年12月。
2.吳萬益、林清河（民90），企業研究方法，初版，台北：華泰書局。
3.吳家州（民91），產品置入之行銷溝通效果研究，國立政治大學科技管理研究所碩士論文。
4.李廷妍（民92），探討產品置入對消費者態度與購買意圖之影響—以韓國手機置入韓劇為例，國立政治大學國際貿易學研究所碩士論文。
5.林鴻儒（民92），電子遊戲置入產品廣告之研究—以冒險遊戲創作「奇異島」與Qoo果汁飲料為例，元智大學資訊傳播研究所碩士論文。
6.林欽榮（民91年），商業心理學，台北：揚智文化。
7.莊旻潔（民91年），群體規範、認知、認同對產品態度與忠誠度的影響—以青少年之偶像崇拜為例，國立政治大學國際貿易學研究所碩士論文。
8.許美蕙（民89），電影中產品置入之廣告效果，文化大學新聞研究所碩士論文，。
9.黃見雯（民90），廣告基調與媒體內容基調一致性對廣告效果之影響—媒體內容觀賞涉入及自我概念一致性干擾效果之探討，元智大學管理研究所碩士論文。
10.歐素汝譯；David W. Stewart and Prem N. Shamdasani著（民88年），焦點團體：理論與實務，初版，台北：弘智文化。
11.蔡琰（民81），電視單元戲劇展現之社會，廣播與電視，第一卷第三期，pp.41-46。
12.蔡琰（民89），電視劇：戲劇傳播的敘事理論，台北：三民。
13.謝宥慧（民92），產品置入電子媒介對消費者品牌態度之影響，東吳大學商學院企業管理學系碩士論文。

【英文部分】
1.Aaker, David A. (1991), Managing Brand Equity, New York, NY: The Free Press.
2.Auth, Susan and Charlie Lewis (2004), “Exploring Children’s Choice: The 3.Reminder Effect of Product Placement,” Psychology & Marketing, Vol. 21, Iss. 9, pp. 697-713.
4.Bettman, James R. (1979), An Information Processing Theory of Consumer Choice.
Reading, MA: Addison Wesley Publishing Company.
5.Bogart, L. and Lehman, C. (1983), “The Case of the 30-second Commercial,” Journal of Advertising Research, Vol. 23, Iss. 1, pp. 11-18.
6.Balasubramanian, Siva K. (1994), “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues,” Journal of Advertising, Vol. 23, Iss. 4, pp. 29-46.
7.Babin, Laurie A and Sheri Thompson Carder (1996), “Viewers’ Recognition of Brands placed Within a Film,” International Journal of Advertising, Vol. 15, Iss. 2, pp. 140-151.
8.Belch, George E. and Michael A. Belch (1999), Advertising and Promotion: An Integrated Marketing Communications Perspective, NY: McGraw-Hill Companies, Inc.
9.Brennan, Ian, Khalid M. Dubas and Laurie A. Babin (1999), “The Influence of Product Placement Type & Exposure Time on Product Placement Recognition,” International Journal of Advertising, Vo. 18, Iss. 3, pp. 323-337.
10.D’Astous Alain and Nathalie Séguin (1999), “Consumer Reactions to Product Placement Strategies in Television Sponsorship,” European Journal of Marketing, Vol. 33, No. 9/10, pp. 896-910.
11.Fishbein, M. A. (1967), Reading in Attitude Theory and Measurement, New York: Wiley.
12.Fishbein M. A. and Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley.
13.Friestad, Marian and Peter Wright (1994), “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,” Journal of Consumer Research, Vol. 21(June), Iss. 1 pp. 1-31.
14.Gould, Stephen J., Pola B. Gupta and Sonja Grabner-Kräuter (2000), “Product Placement in Movies: A Cross-Cultural Analysis of Austrian, French and Amerrican Consumers’ Attitudes toward This Emerging, International Promotional Medium,” Journal of Advertising, Vol. 29, Iss. 4, pp. 41-58.
15.Howard, J. A. and J. Sheth. (1969), The Theory of Buyer Behavior, NY: John Wiley and Sons, Inc.
16.Kapferer, Jean-Noël and Gilles Laurent (1985), “Consumer Involvement Profiles: A New Practical Approach to Consumer Involvement,” Journal of Advertising Research, Vol. 25, No. 6, pp. 48-56.
17.Krugman, Herbert E. (1985), “Measuring Memory─An Industry Dilemma,” Journal of Advertising Research, Vol.25, Iss. 4, pp. 49-51.
18.KKamins, M. A., Meribeth J. B., Hoeke S. A., and Moe J. C, (1989), “Two-Sided Versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility,” Journal of Advertising, Vol. 18, Iss. 2, pp. 4-10.
19.Kotler, P. (2001), Marketing Management: Analysis, Planning, Implementation, and Control, London: Prentice-Hall.
20.Karrh, James A., Katherine Toland Frith and Coy Callison (2001), “Audience Attitudes Toward Brand (Product) Placement: Singapore and the United States,” International Journal of Advertising, Vol. 20, Iss. 1, pp. 3-24.
21.Lutz, Richard J., Scott B. MacKenzie and George E. Belch (1983), “Attitude toward the Ad as a Mediator of Advertising Effectiveness: Determine and Consequences,” Advances in Consumer Research, Vol. 10, pp. 532-539.
22.Laurent, Giles and Jean-Noël Kapferer (1985), “Measuring Consumer Involvement Profiles,” Journal of Marketing Research, Vol. 12, pp. 41-53.
23.Lutz, Richard J., Scott B. MacKenzie and George E. Belch (1986), “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research, Vol. 23, Iss. 2, pp. 130-143.
24.Livingstone, S. (1998), Making Sense of Television: The Psychology of Audience Interpretation, 2nd edn., London: Routledge.
25.Law, Sharmistha and Kathryn A. Braun (2000), “I’ll Have What She’s Having: Grauging the Impact of Product Placements on Viewers,” Psychology & Marketing, Vol. 17, Iss. 12, pp. 1059-1075.
26.Mitchell, A. A. and Olson, J. C. (1981), “Ate Product Attitude Beliefs the only Mediator of Advertising Effects on the Brand Attitude?” Journal of Marketing Research, Vol. 18, Iss. 3, pp. 318-332.
27.Meenaghan, T. (1983), “Commercial Sponsorship,” European Journal of Marketing, Vol. 17, Iss. 7, pp. 5-73.
28.McNatt, Robert and Oleck, Joan (2000), “The Plot Thickens, like Heinz Ketchup,” Business Week (November 6), p. 14.
29.Moore, Elizabeth S. and Richard J. Lutz (2000), “Children, Advertising, and Product Experiences: A Multimethod Inquity,” Journal of Consumer Research, Vol. 27, Iss. 1, pp. 31-58.
30.McKechnie, Sally A. and Jia Zhou (2003), “Product Placement in Movies: A Comparison of Chinese and American Consumers’ Attitude,” International Journal of Advertising, Vol. 22, Iss. 3, pp. 349-374.
31.Nebenzahl, Isrel D. and Eugene Secunda (1993), “Consumers’ Attitude toward Product Placement in Movies,” International Journal of Advertising, Vol. 12, Iss. 1, pp. 1-11.
32.Ohanian, R. (1991), “The Impact of Celebrity Spokesperson’s Perceived Image on Consumers’ Intention to Purchase,” Journal of Advertising Research, Vol. 31, Iss. 1, pp. 46-52.
33.Petty, R. E. and J. T. Capicoppo (1981), “Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Context,” Advances in Consumer Research, Vol. 8, pp. 20-24.
34.Roedder, Deborah L. (1981), “Age Difference in Children’s Responses to Television Advertising: An Information-Processing Approach,” Journal of Consumer Research, Vol. 8, Iss. 2, pp. 144-153.
35.Rothenberg, R. (1991), “Critics Seek F.T.C. Action on Products as Movies Stars,” New York Times, Vol. 140 (May), D1.
36.Russell, Cristel A. (1998), “Toward a Framework of Product Placement: Theoretical Propositions,” Advances in Consumer Research, Vol. 25, pp.357-362.
37.Roedder, Deborah John (1999), “Consumer Socialization of Children: A Restrospective Look at Twenty-Five Years of Research,” Journal of Consumer Research, Vol. 26, Iss. 3, pp. 183-213.
38.Roderick White (1999), “What Can Advertising Really Do For Brands?” International Journal of Advertising, Vol. 18, Iss. 1, pp. 3-17.
39.Russell, Cristel Antonia (2002), “Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude,” Journal of Consumer Research, Vol. 29(December), Iss. 3, pp. 306-318.
40.Shimp, Terence A. (1981), “Attitude toward the Ad as A Mediator of Consumer Brand Choice,” Journal of Advertising, Vol. 10, Iss. 2, pp. 9-15.
41.Sawer, Alan G.. and Daniel J. Howard (1991), “Effect of Omitting Conclusions in Advertisements to Involved and Uninvolved Audiences,” Journal of Marketing Research, Vol.28, Iss. 4, pp. 467-474.
42.Solomon R. Michael (1999), Consumer Behavior: Buying, Having, and Being, New Jersey Prentice Hall International, Inc.
43.Thurstone, L. L., “Attitude Can Be Measured.” American Journal of Sociology, 3:529-54, p.531.
44.Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, Vol. 12, Iss.3, pp. 341-352.
45.＿＿＿＿ (1994), “The Personal Involvement: Reduction, Revision, and Application to Advertising,” Journal of Advertising, Vol. 23, Iss.4, pp. 59-69.
46.Zhang, Yong (1996), “Responses to Humorous Advertising: The Moderating Effect of Need for Cognition,” Journal of Advertising, Vol.15, Iss.1, pp. 15-32.